When Companies Should Be Sharing Content on Socials

Companies that want to get more of their followers to engage with their social media content should look into sharing that content during the right times of the day.

Different social media platforms have different users, and they have different preferences regarding when they enjoy using those platforms, and if companies want to get the most out of their social media content, they need to learn about those preferences and start sharing content when most of their audiences are active on those platforms.


It’s essential for companies to nail down the timing when sharing content on TikTok because if a video doesn’t start generating views as soon as it’s posted, it will start losing value soon after that.

According to research, the best days that companies should be posting videos on TikTok are Tuesday and Thursday, however, the timing during each day tends to be different.

For Tuesday, companies should be posting content anytime between 2 am and 9 am to generate the most engagement, while for Thursdays, anytime from 9 am to 7 pm is going to work well.

Additionally, companies should also avoid posting on Saturdays, specifically between 10 pm and 4 am because that time tends to generate the least amount of engagement with users of the platform.


According to research, and most companies have likely noticed this fact too – there really isn’t a bad time to share content on Twitter, except for Sundays.

However, to get the most out of the performance of Twitter content, companies should be striving to share their tweets from Monday to Thursday, and it’s best to share at least one tweet between 8 am to 9 am.

Since tweets tend to have much shorter lifespans compared to the content that companies can share on other social media platforms, it’s best to communicate with the public during the times when they’re most active.


YouTube tends to be different from most other social media platforms because unlike the content on social platforms, the lifespan of the content on YouTube tends to be measured in days instead of in minutes.

Although the videos that are shared on YouTube can generate a lot of views and engagement long after the first hour or the first day after they’ve been shared, it’s still a smart idea for companies to publish them at the right time.

That means posting videos between 2 pm and 3 pm on Thursdays and Fridays, according to research.


It’s important for companies to remember that all of the times and days that have been described in the points above are in general, and should be used by companies that haven’t generated enough data and insights into their target audience to figure out what’s going to work for them.

That’s why it’s important for companies to test out different strategies for posting times and days too, to truly hone in on when the audience is going to be the most active on each platform, and get the most out of the content the business is sharing.

Mike Paffmann is the CEO of Virgo PR. He has previously worked as a Vice President at Clarity PR, 5WPR, and Highwire PR.

Virgo PR is a full-service digital marketing and digital PR agency that caters to clients in all industries. Paffmann has over a decade of experience in the public relations industry and has provided diverse media relations programs for brands and corporations across enterprise, software, eCommerce, technology, and consumer apps of all sizes. He has worked with clients including IBM, Genies, Glint, Rebel Ventures, AppAnnie, Owl Labs, car2go, Vkanesee, and more.